SEO

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5 Essential SEO Metrics and 4 Tools to Track Them

August 16th, 2016 by

SEO can be one of the most powerful tools at a communicator’s disposal—if it’s used correctly. Having an optimized website will drive valuable free traffic that can be converted into leads, advocates, fans and customers. But SEO can work against a site too, making poorly optimized destinations all but disappear. One of the bedrocks of a competent SEO strategy is having the right metrics in place. But with the fluid nature of Google’s algorithm changes, metrics have to be consistently monitored. Before the work of monitoring and adjusting an SEO strategy can begin, a baseline needs to be established.

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3 Ways SEO Has Changed and What It Means for Your Site

August 5th, 2016 by

Like almost everything in the digital space, SEO is in a constant state of flux. Driven by Google’s mandate to give web searchers the best possible experience, algorithms are continually tweaked to deliver on that promise. The only way for communicators to stay relevant in such a space is to stay informed and always use the latest tactics. To decode SEO in general and comprehend where it’s going, you have to understand where it’s been.

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Reverse SEO: 5 Ways Communicators Can Erase Negative Citations

August 1st, 2016 by

The internet doesn’t forget. Or does it? Through the miracles of science (and some clever PR professionals), online reputations are no longer as cemented in history as perhaps once thought. Enter the advent of reverse SEO. Think of it as SEO but, well, in reverse. The concept has been around for about a decade, and elements have seeped into the lexicon of public relations professionals. Namely, reputation management has caught on. But while reverse SEO shares characteristics of reputation management, reverse SEO is more specific to search results that pop up for clients when specific keywords or phrases are used.

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6 Building Blocks for an Unbreakable SEO Strategy

July 29th, 2016 by

Securing that coveted top ranking in search results requires equal parts art and science. Search companies are constantly changing and updating their algorithms, and recently they’ve been favoring quality content over quantity of content and keyword stuffing. To rank well your content has to first be good, and then be optimized.

Tips and Tactics to Ensure Your Online Content Is Optimally Optimized

June 13th, 2016 by

There was a time, not too long ago, when PR and digital were acutely divided disciplines, often competing with one another for budgets. While that still may be the case for some, more and more PR and digital strategies such as SEO are integrating, working together to reach target audiences, improve user experience and garner a greater ROI. As a PR pro in this ever-changing landscape, it can be tough to navigate. The rules of SEO change almost daily thanks to Google.

4 Questions That Lead to a Successful SEO Strategy

September 22nd, 2014 by

Before you get into the nitty-gritty of SEO, there are some fundamental questions that PR pros need to ask themselves.

How PR Pros Can Meld Social Media with SEO

July 29th, 2014 by

For PR pros and marketing executives, it’s a growing challenge of online communications: wedding social media to SEO.

7 Factors in Making SEO Work for Your Brand

May 15th, 2014 by

You want your website to be the first thing people come across when they search your brand on the Internet. Here’s a quick list of things to help make that happen.

Google Overhauls its Search Algorithm, and Communicators Look to Adapt

September 30th, 2013 by

Google late last week overhauled of its algorithm in a move that will reportedly affect 90% of the search results it serves.

PR Insider: 7 SEO Basics Every PR Pro Should Know

September 5th, 2013 by

Content marketing is now a $44 billion industry. And with businesses planning to increase their budgets toward search engine optimization (SEO) by up to 44% this year, PR professionals must be savvy in digital communications tactics in order to remain in the game.